Suggests avenues to close the schism between research methodology and theory in mass communication. (RB)

The concept of the agenda setting function of the mass media holds that apart from any influence they may have on voter attitudes or behavior, the mass media apparently influence voters' perceptions of the importance of the issues. The agenda setting function of the mass media is analyzed for significance in this investigation. A panel study of…

Contends that academics have much to offer as consultants to the rapidly developing electronic media. Discusses fees, opportunities, methodological considerations, and ethical concerns. (PD)

Advances an expectancy model which holds that exposure to media is more likely if gratifications as a result of this exposure are both highly expected and highly valued. (PD)

To investigate the factors behind the overall lack of success of televised public service announcements (PSAs), five Marine recruitment PSAs were studied using 138 college undergraduate students (75% male and 90% freshmen and sophomores). Results indicated the following: in general, the PSA messages were perceived as alienating by the students;…

This paper presents a conceptual analysis of bias and outlines the complexity and subtlety of the questions engulfing bias by sorting out views of bias that have been implicit in debates about the media, assessing the scientific value of these competing views in identifying and understanding bias in the media, offering an alternative view which is…

This report deals with several questions concerning the Finnish people's conceptions of the mass media, especially in a situation when the introduction of a new medium, television, is changing the field of mass communication. The subjects for the survey were television owners and non-owners in Lapland. The questions dealt with in this descriptive…

EMPHASIS OF THIS TELECOURSE PROJECT WAS DIRECTED TOWARD AN EXAMINATION OF THE FEASIBILITY OF TELEVISED INSTRUCTION TO MEET EDUCATIONAL NEEDS AT THE JUNIOR COLLEGE LEVEL. EVIDENCE WAS SOUGHT ON THE NEED FOR INSTRUCTIONAL TELEVISION AT THE NONRESIDENT, COLLEGE-CREDIT LEVEL (ESPECIALLY FOR RECENT HIGH SCHOOL GRADUATES NOT ABLE TO ENROLL ON A COLLEGE…

This paper discusses the utility of an ethnographic method that incorporates various participant observation techniques in providing information about family television viewing. It presents arguments for a naturalistic case study approach focusing on family-media interaction and suggests three methods of data collection: interviews and followups;…

To identify the descriptors most frequently associated with four popular television talk show hosts and to isolate the fundamental dimensions of the images of those talk show hosts, a study surveyed 209 students from Memphis State University and the University of Arkansas (Little Rock) about their impressions of Johnny Carson, David Letterman,…

Explains socially reflected linguistic patterns resulting from the three most popular television genres. (MH)

THE BROAD STRUCTURE OF STUDIES IN THE USE OF EDUCATIONAL TELEVISION FOR MEETING THE GROWING NEEDS OF JUNIOR COLLEGE PROGRAMS IN THE STATE OF OREGON WAS DESCRIBED. THE TELEVISION COURSE OUTLINE WAS DESCRIBED AND REASONS GIVEN FOR STUDENT ENROLLMENT IN THE COLLEGE OF THE AIR PROGRAM. AN INDEPENDENT PROGRAM OF HIGHER EDUCATION THROUGH INSTRUCTIONAL…

This set of papers represents the written record of the 1973 national conference for advertising educators held at Arizona State University in March. The conference focus was on current developments in the practice and teaching of advertising. The purpose of the conference was to bring insights about current advertising developments to the…

To eliminate misunderstandings between the worlds of education and broadcasting, it is necessary to recognize five myths: (1) The major force in educating the young is television itself; (2) the sheer amount of time children spend on television is more important than time spent in school; (3) television and education are the same thing; (4) more…

Religious services and programs have been a feature of U.S. broadcasting since regularly-scheduled radio began in the 1920s. With the emergence of television, broadcast religion is more pervasive than ever before. It has also become the focus of debate over its role in United States politics. Televangelism is best regarded as a dialogue between…